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MARKETING STRATEGY TABLE OF CONTENTS TABLE OF CONTENTS2 EXECUTIVE SUMMARY3 CURRENT MARKET SITUATION4 Current Product Mix4 Situational Analysis6 Greek Dairy Market6 Macro environmental Factors Analysis7 PERFORMANCE REVIEW8 Geographic Distribution8 Competitive and Industry Analysis10 KEY ISSUES12 SWOT Analysis12 MARKETING OBJECTIVES16 Target Market Objectives16 MARKETING STRATEGY17 Marketing Mix17 Product17 Pricing17 Promotion18 PlaceDistribution Channels20 PROJECTED PROFIT AND LOSS ANALYSIS21 CONTROLS22 Implementation22 CONTINGENCY PLANNING24 BIBLIOGRAPHY25 REFERENCES25 EXECUTIVE SUMMARY Contemplating Nestleacutes situation as a strong player in the childrens dairy products industry the principle aim of this marketing plan is to promote products under the Vlachas brand reinforce market perception of Nestl products expand total market protect current market share and gain additional share Kotler P Armstrong G 2001 The Vlachas brand shows great interest for marketing analysis due to its most recent acquisition by Nestl in mid October 2005 As such the strategy that Nestl adopt in this marketing plan are as follows a Keeping local brands that suit Greek taste in order to retain Greek elements of tradition b Fashioning products for Greece from native raw materials Greek cows milk c Promote its image brand as concern to the health and taste CURRENT MARKET SITUATION Current Product Mix Nestl selected the Vlachas brand to complete the companys portfolio in the childrens dairy products market and particularly in the category of milk beverages The term milk beverages is required by law for further categorisation due to the fact that any milk product that has been enriched with vitamins proteins and minerals cannot be described as simply milk Vlachas MILK 75 Full fat milk rich in nutritious elements It comes in packages of 410 gr 170 gr servings 15 gr and packs of 6 Vlachas LIGHT MILK 4 Full fat milk semi skimmed Targeted for modem and active people concerned about their health and being in shape
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